This is the fourth in a MyersBizNet exclusive series identifying seven business realities on which media companies, agencies, marketers and content producers must focus to maintain long-term growth and achieve sustainable success. Traditional advertising revenues depend on demand equaling or surpassing supply. For the first time since the early days of television, total media inventory supply, and especially video inventory, will surpass demand for several years – and probably for decades. This creates an inevitability that commoditized media prices will be forced into a downward spiral, accelerated by the growing influence of corporate procurement officers.